Filling Tables on Father’s Day

Mother’s Day works well for Fuller’s - it’s their biggest sales day outside Christmas. But despite Fuller’s brewing all your Dad’s favourite ales, Father’s Day had never taken off in the same way.

Challenge

Our brief was to create demand across the estate and promote the Fuller’s food offer on Father’s Day. Our objectives were to get people interacting with us, and drive pub sales on the big day.

Strategic Direction

Our research revealed that people send 4 times more cards and spend 3 times more on gifts on Mother’s Day than they do on Father’s Day. According to QI, Mother’s Day records the biggest number of phone calls, while Father’s Day has the biggest number of reverse charge calls. When it comes to Dad, it seems we don’t put much effort or money in.

With the Fuller’s brief, we saw an opportunity to give people an amazing, low effort, low cost way to appreciate their Dads – with a present money can’t buy.

Creative Solution

We invented My Dad’s Pub – a Father’s Day campaign that invites people to dedicate a pub, including the iconic pub sign outside, to their dad.

To enter, you just need to upload a picture of your dad and tell us why he should win. In return, you get a voucher for 2 pints (one for you, one for your dad), a prompt to book a Fuller’s pub table for Father’s Day and the chance to win #MyDadsPub. We spread the word via Facebook targeting of spouses/partners, children, Fuller’s database lookalikes and website visitors – all geo-targeted to the Fuller’s heartland and around pubs.

Business Impact

Now in its third year, the campaign has exceeded our campaign target for table bookings by nearly 150%. It also sparked the biggest shift in brand-related searches Fuller’s has ever seen.

The campaign won a Webby Honouree 2018

20%
Increase in table bookings

150%
Exceeded campaign target

x5
Brand related searches

We love working with True on My Dad’s Pub. High levels of participation show that Fuller’s customers love the competition as much as we do and we can’t wait to kick off the campaign again.Nick Corden, Head of Retail Marketing